Law firms are very familiar with the importance of Search Engine Optimisation (SEO) which helps their websites appear more prominently in search engine results. However, the goal posts have shifted, again, and a robust SEO strategy alone is no longer enough to guarantee a strong online presence.
The changing search landscape
A growing number of people are now turning to generative AI tools and AI-powered search features to find clear, authoritative answers without manually reviewing multiple websites. Tools such as ChatGPT and Google AI Overviews gather information from across the public web, repurpose it into a concise response and, in many cases, cite or link to the websites and publications used.
It was only in May 2026 that Google changed its search box for the first time in 25 years to add in an ‘AI mode’ to its search engine which brings together the AI mode and overviews, while also adding new AI-powered features – effectively making a ‘Google Search’ an ‘AI Search’.
This shift in online search behaviour and technical advancements means that online visibility can no longer be measured solely by where a firm’s website appears in a list of organic search results.
This shift also brings into the spotlight the important role that PR plays in AI-generated search results.
By understanding the types of content and sources that AI systems are more likely to rely on, firms can improve the likelihood that their website content, expert commentary and media coverage will inform AI-generated answers on the topics most relevant to them.
How PR influences AI-generated results
For AI visibility, strong credibility of information cited by trusted websites and publications is just as important than the volume of published content or how well that content ranks in traditional search results.
AI systems draw upon established media organisations because these outlets have built authority over time through editorial scrutiny, clear attribution and the independent corroboration of information.
For law firms, AI visibility will increasingly depend on whether individual lawyers are recognised as credible voices on the issues their clients care about. Firms can strengthen those signals of authority by publishing practical, evidence-based insight from their lawyers and securing recognition for their expertise alongside client matters and case experience that receive press coverage.
A lawyer’s insight is more likely to inform an AI-generated answer when it directly addresses the questions clients, prospects and referrers are asking, rather than focusing primarily on the firm’s services, rankings or credentials. Useful content may include clear explainers on legal issues, practical guidance on regulatory change, informed commentary on emerging disputes or transactions, and evidence-led analysis that helps readers understand what a development means for them. Promotional language may help explain what a firm offers, but it is unlikely to be treated as a strong signal of authority unless it is supported by substance, expertise and independent validation.
This is where PR plays a critical role. A lawyer’s expertise can be reinforced through authored articles, press commentary, case analysis, media interviews and independent news coverage. When that insight is clearly attributed, supported by evidence and echoed in credible third-party reporting, it creates a stronger body of information for AI systems to draw on.
The objective is not to repeat identical messaging across every channel, but to build a consistent, well-supported association between the firm, its lawyers and the areas of legal expertise for which they want to be known.
Maintain authority over time
Consistency of messaging should be accompanied by consistency of media exposure.
A firm may be recognised as an authority on a particular topic, but more recent or better-supported commentary from another source can take precedence.
Historic media coverage still helps demonstrate expertise, but firms should continue to publish relevant insight to their website and secure media coverage as issues develop. Over time, this builds an up-to-date portfolio of content that search engines and AI systems can draw from.
The Growing Power of PR
Ultimately, the role of PR is evolving as AI changes how people find and assess information online.
Traditional SEO can help a firm’s website to be discovered, but PR is increasingly vital to establish why its information and experts should be trusted to inform AI-generated answers.
